Not Every Talk Follows a Walk: the Importance of Considering Sr Investors Over General Population When Analyzing Sri Behavior

Fatima Yaqub Khan, Minerva School at KGI, USASadia Yaqub Khan, The College of Saint Rose, USA

This study develops and validates segments of SR-investors of building-society based on varying SRI-selection motives. Additionally, it explores if similar segments appear when general-population is segmented on same basis. Findings support heterogeneity among SR-investors and highlight the significance of studying actual SR-investors over general population when exploring SRI.